 Sooner or later, people are just going to stop paying for it. Exactly. Because there's a value. They see a value. And they go, gee, you know what? I'm not going to pay $9 for a Big Mac. Right. You know, it's good. People like them. But not at $9. So there's a sweet spot somewhere. But what they've done is completely wrecked the economic model that the business has worked hard to put together. And that's the problem.